Welcome to Books and Ideas for Entrepreneurs, a show where we talk through the theory so that you can put it into practice on your journey to building a better business. On today's show we're going to discuss Jonah Berger's book, Contagious, a study on why certain thing catch on, get shared, and spread in viral fashion. Professor Berger gives us a 6 Step Framework to help us make our ideas and messages shareable and in my humble opinion this book is a modern marketing masterpiece. It won the 2014 Leonard L. Berry Marketing Book of the Year Award from the American Marketing Association. In my days as a faculty professor at Temple University, Contagious was a frequent book on the required reading list for my students.